10 HBCU Student Personas: Insights to Connect and Inspire
Amid declining enrollment and a surge in students opting for virtual programs, higher education marketers face a pressing challenge: connecting meaningfully with the audiences they aim to attract. This guide explores trends in HBCU enrollment and diversity strategies, offering a comprehensive look at evolving HBCU student profiles. It covers insights into HBCU student personas for targeted marketing and significant shifts, such as the rising enrollment of non-Black students and changes in Black male representation. By aligning marketing and communication strategies with these distinct personas, HBCUs can effectively engage prospective students, resonate with their diverse audiences, and drive enrollment growth.
STEM-Focused Student - Devon Williams
Theme: Building Innovation in STEM
Background: Passionate about science and technology, Devon is drawn to an HBCU where diversity is celebrated in STEM fields.
Key Motivators: Access to labs, research opportunities, and mentorship from faculty committed to STEM advancement.
Story Arc: Create a story around the unique experience of being a STEM major at an HBCU. Highlight how they can thrive in an inclusive, supportive environment that celebrates diversity in science and technology, with an emphasis on hands-on research, access to emerging technologies, labs, mentorship from renowned faculty, and community involvement. Show how they’ll graduate with skills and networks needed to propel them into an impactful STEM career.
Challenges: Need for career guidance and support in a competitive field.
Communication Strategy:
- Showcase your HBCU’s STEM resources, partnerships, and hands-on opportunities in labs and research.
- Emphasize how your HBCU celebrates diversity in science and technology while offering unique mentorship opportunities.
Highlight how your school’s history, location, and community values align with Devon’s STEM-focused ambitions, setting it apart as a place for innovators.
Leadership Focused Student - Sierra Thompson Theme: Leading Change and Shaping the Future
Background: A visionary and proactive student, Sierra is drawn to HBCU life for its openness to student-driven initiatives. She seeks to make an impact through leadership and wants an environment where she can both innovate and inspire others.
Key Motivators: A desire to lead, create, and impact a variety of spaces—from student government to social causes—while leaving a lasting mark on campus culture.
Story Arc: Highlight Sierra as a natural leader and changemaker who seeks to make a difference, whether by organizing campus causes, leading student government, or creating new student clubs. Emphasize how your HBCU nurtures leadership and supports students who are unafraid to forge their own paths, encouraging them to lead in areas that align with their passions—from the arts to activism and beyond. This story celebrates students like Sierra, who influence positive campus culture and in their communities.
Challenges: Needs resources, mentorship, and encouragement to bring bold ideas to life.
Communication Strategy:
- Showcase your HBCU’s unique support for student-led initiatives, access to mentors for emerging leaders, and flexibility for students to explore diverse interests.
- Highlight how Sierra can tap into a legacy of activism, leadership, and creativity at your HBCU to build her own path.
- Use examples of past student leaders who have made meaningful contributions to underscore your HBCU’s commitment to empowering future leaders.
Incoming Freshman - Jordan Taylor
Theme: Exploring New Horizons
Background: Entering college for the first time, Jordan is eager to explore new opportunities and build independence. Drawn to HBCUs for their cultural pride and close-knit community.
Key Motivators: Seeking a lively campus experience, personal growth, and a supportive environment that celebrates African American heritage.
Story Arc: Take prospective students on a journey from dreaming of a fresh start to embracing campus life at an HBCU. Highlight the excitement of entering into a new phase of life with an emphasis on the sense of community, cultural pride, and heritage unique to your HBCU. Use language that emphasizes the transformative nature of this exciting experience.
Challenges: Adjusting to college rigor and managing newfound independence.
Communication Strategy:
- Highlight the unique culture and traditions specific to your HBCU, from annual festivals to student-led activities.
- Emphasize Jordan’s excitement for a fresh start in an environment rich with heritage and community.
- Showcase how your school’s location, legacy, and student life make it stand out, offering Jordan a distinctive and unforgettable experience.
Returning Student - Marcus Reed
Theme: A Fresh Start, New Dreams
Background: Marcus is returning to college for career growth and personal development. His life experience adds a unique perspective to the classroom.
Key Motivators: Learning new skills and building a network to increase earning potential.
Story Arc: Craft a narrative of change and growth for returning students. Highlight how they rediscover purpose and find support through your HBCU’s network. Showcase how their life experience contributes to the classroom while emphasizing personal and academic growth. Celebrate their resilience and renewed purpose.
Challenges: Balancing coursework with life responsibilities.
Communication Strategy:
- Emphasize your HBCU’s unique support system for non-traditional students and their pride in welcoming students back to finish their degrees.
- Showcase success stories of returning students who found purpose and growth through your programs.
- Highlight your distinctive culture and legacy, aligning it with Marcus’s commitment to resilience and purpose-driven learning.
Graduate Student- Alexis Daniels
Theme: Fueling Careers and Community Impact
Background: Pursuing a graduate degree for career advancement, Alexis is motivated to make an impact in her field and her community.
Key Motivators: Career development, professional network, and pride in earning an HBCU graduate degree.
Story Arc: Highlight the value of an HBCU graduate degree in advancing careers and supporting entrepreneurial dreams. Explore the intersection of career advancement and community impact by emphasizing the network, mentorship opportunities, and resources available to alumni who want to give back. Highlight the comprehensive support provided to students as they navigate the challenges of balancing work, school, and life. Showcase the added pride in holding an HBCU graduate degree.
Challenges: Balancing work, life, and academics.
Communication Strategy:
- Showcase the strength of your HBCU’s alumni network, mentorship programs, and graduate resources designed to support Alexis’s ambitions.
- Emphasize how a degree from your institution not only propels both career success but also fosters meaningful community engagement.
- Highlight your HBCU’s historical significance and academic excellence, instilling a sense of pride and purpose as Alexis pursues her advanced degree.
Entrepreneurial Student - Michael Samuel
Theme: Building Dreams with a Community Behind You
Background: An aspiring entrepreneur, Michael seeks a community that believes in his vision and offers resources to build a business.
Key Motivators: Access to business resources, mentorship, and a supportive network.
Story Arc: Celebrate the entrepreneurial spirit within your campus and online community, where students are empowered to pursue their business ambitions with both grit and a reliable safety net of support. Highlight specialized programs, mentorship, and alumni support. Illustrate how students, encouraged by professors and peers, develop real-world skills, resilience, and adaptability, building their ventures while excelling in their studies. Upon graduation, they leave with not only academic credentials but a seasoned entrepreneurial foundation, ready to tackle challenges with confidence and the backing of a powerful community.
Challenges: Balancing academics with building a business.
Communication Strategy:
- Emphasize your HBCU’s entrepreneurial programs, resources, and networking opportunities.
- Showcase inspiring success stories of alumni who have built successful businesses, supported by faculty and a strong alumni network.
- Highlight your HBCU’s history and culture, creating a supportive environment for ambitious students like Michael.
Part-Time Student - Renee Carter
Theme: Balancing Life and Learning
Background: Balancing family, work, and studies, Renee values flexibility and affordability.
Key Motivators: Flexibility, affordability, and the chance to achieve educational goals while managing life commitments.
Story Arc: Focus on how HBCUs empower students to balance work, family, and studies through flexible schedules and online resources. Emphasize the strong sense of community and belonging that extends even to part-time students. Showcase how they’ll achieve their educational goals while being celebrated for their perseverance.
Challenges: Finding time for studies and maintaining a connection with campus life.
Communication Strategy:
- Highlight the flexible scheduling, online resources, and inclusive culture of your HBCU.
- Showcase how your institution celebrates the achievements of part-time students, ensuring Renee feels a strong sense of pride and belonging.
- Emphasize your HBCU’s local roots and community support, demonstrating a commitment to diverse student journeys.
Veteran - James Parker
Theme: Transitioning from Service to Student Life
Background: As James transitions from military service to civilian life, he seeks an academic community that values his experience and aligns with his career goals.
Key Motivators: Maximizing military benefits and career advancement.
Story Arc: Highlight the tailored support HBCUs offer veterans, helping them to maximize their military benefits and continue in service to their communities. Center the message around mentorship opportunities, career counseling, and dedicated resources. Emphasize a welcoming environment that respects their experience and helps them build new skills in a familiar community. successfully transitioning to civilian life with a strong network of support.
Challenges: Adjusting to student life, finding peers with similar experiences, navigating access to military benefits and resources.
Communication Strategy:
- Emphasize your HBCU’s veteran support programs, including career counseling and tailored mentorship, designed to help veterans transition successfully into civilian life.
- Showcase your school’s unique campus culture, location, and history, making it a welcoming and supportive environment for veterans.
Active Military - Amiee Wright
Theme: Balancing Service and Education
Background: Amiee is currently serving in the military while pursuing her academic goals. She is looking for a college that can accommodate her demanding schedule without compromising her service commitments.
Key Motivators: Pursuing higher education while continuing military service; gaining skills to further her career in both the military and civilian sectors.
Story Arc: Celebrate your HBCU’s commitment to service while highlighting Amiee’s journey of balancing her service duties with her academic ambitions. Emphasize flexible scheduling options, online learning opportunities, and supportive military-friendly programs that cater to the needs of active duty students, including internships, professional development, and a network of fellow military students. Focus on the personal and professional growth Amiee will experience by developing new skills while serving and studying.
Challenges: Managing time between active duty responsibilities and academic commitments, finding a community that understands the unique challenges of being an active military student, and navigating military benefits while in service.
Communication Strategy:
- Promote your HBCU’s military-friendly policies, including flexible scheduling, online programs, and veteran and military student networks.
- Emphasize how your institution’s commitment to supporting active duty students enables them to excel academically while continuing their service.
- Include testimonials from other active duty military students who have successfully balanced service with education.
- Showcase tailored mentorship programs and career advancement resources that will help Amiee achieve her personal and professional goals while serving.
Transfer Student - Lena Martinez
Theme: Finding the Right Fit at Your HBCU
Background: Transferring from another college, Lena seeks an academic environment that values community and has strong support systems.
Key Motivators: Desire for belonging, academic support, and campus culture.
Story Arc: Focus on how transfer students can find belonging at your HBCU. Highlight the unique aspects of campus culture, what differentiates your school from other institutions, and the unique ways your campus blends academic support with school pride. Emphasize the seamless transition process and how your HBCU’s support network helps them feel at home. Showcase the joy of finding a community that celebrates individuality and the pride of becoming part of a unique and historic institution.
Challenges: Adjusting to a new environment, navigating credit transfers, and building new relationships.
Communication Strategy:
- Emphasize the ease of transitioning to your HBCU, with credit transfer support and a robust support network for transfer students.
- Highlight the unique aspects of your campus culture, from traditions to student life, that help Lena feel at home.
- Showcase the academic and social resources that make your HBCU a place where Lena can thrive.
